Locals have gone loco for Lego, with its latest Lego Certified Store officially opening in Westfield Parramatta last month.
Thousands of people have flocked to the long-awaited Parramatta Lego store since it opened, eager to get their hands on the bricks that are loved by people of all ages.
The 220sqm custom-built store is located on level three of the shopping centre and will introduce the new global format for LEGO Certified Stores to greater western Sydney.
Henry Pinto, who was the first ever winner of ‘Lego Masters Australia’ along with his team mate Cade Franklin, was one of the first people to check out the new Parramatta store.
For Pinto, a definite highlight of the new Lego Certified Store has to be the Parramatta Tudor Gatehouse, which has been replicated in a wall mosaic that took 190 hours to make and consists of around 18,000 bricks.
“I think seeing such an iconic part of our community, because I used to live in Parramatta for many years, so the Parramatta Gate, and I think just having the [local] representation in the store in such an iconic setting is amazing,” he told Parra News.
“I’ve been asking [Lego] to open a store in Parramatta for ages, it’s the second centre of Sydney, so to actually finally have one here in Parramatta Westfield is unbelievable.”
Visitors to the store will also be able to check out an interactive Storytelling Table, which has been designed for adult fans to bring to life the stories behind the sets that are available in store. It shows early product designs and prototypes, lifts the lid on the development process and allows fans to virtually ‘meet’ the Lego designers.
Another key feature is the Personalisation Studio, which allows children, parents and grown-up fans to demonstrate their creativity via fun, innovative hands-on experiences.
The store format is designed to create an immersive world of Lego bricks by blending unique digital and physical experiences. It has been developed as part of the Lego Group’s strategy to innovate its stores as shoppers seek more personalised and interactive retail offerings.
“Our impressive, custom-made new store features hybrid digital and physical retail experiences, designed to inspire creativity and encourage play,” Matthew Robertson, Managing Director, Licensed Brands, Alquemie Group, said.
Photo: Melissa Stevens.
“Western Sydney has some of the country’s most loyal and passionate brick fans and we look forward to introducing a world-class retail experience to Parramatta.”
Lego Certified Stores are renowned across the globe as iconic retail experiences with landmark locations in New York, London, Hong Kong, Dubai and Denmark and a footprint in more than 50 countries. A Penrith store opened last year.
“Parramatta’s new Lego Certified Store will be an incredible experience for all, and we are delighted to showcase the newest and best of what Lego has to offer to the community,” The LegoGroup General Manager Australia and New Zealand Troy Taylor said.
Ellie Busby is a news reporter for Western Sydney Publishing Group. A graduate of the University of Hertfordshire and Western Sydney University, she is a journalism Major. Ellie has worked with Universal Media, The Cova Project and for a range of other organisations. In 2024, Ellie was named Young Writer of the Year at the Mumbrella Publish Awards.